Background
Many beauty salons use WeChat Moments to publish service introductions, customer feedback, product selling points, and promotional information. The problem is that advertising copy containing excessive promises, absolute claims, or medical terminology can create unrealistic customer expectations and increase operational risks for the salon.
Why Beauty Salon Owners Need to Pay Attention
Advertising on WeChat Moments directly affects how customers understand the value of a service. Salon owners should consider not only whether the copy is appealing, but also whether its wording remains within the scope of non-medical beauty services and is consistent with the relevant product information and service procedures.
Operational Assessment Criteria
- Does the service advertising describe only the treatment experience and service process?
- Are product efficacy claims based on publicly available product materials and compliant information?
- Does the copy avoid absolute claims such as “guaranteed,” “complete cure,” “permanent,” and “immediate results”?
- Do customer case studies avoid exaggerating outcomes or making promises of certain results?
Risk Advisory
Do not present non-medical beauty care as medical treatment. Do not use claims about improving diseases, treatment outcomes, or medical diagnoses as selling points for a service. Customer feedback may be retained as a service record, but it should not be presented as a promise of results that applies to everyone.
Checklist
- Does the copy contain absolute terms?
- Does it contain medicalized wording or treatment claims?
- Do the product descriptions go beyond the information in regulatory filings or product instructions?
- Has authorization been obtained for customer case studies, and do they avoid exaggeration?
- Is the wording shared or reposted by employees consistent with the salon’s approved messaging?
Relevant Information Search Portals
- National Medical Products Administration cosmetics information search portal: Verify publicly available product information.
- National Public Service Platform for Standards Information: Search publicly available standards information.
Next Steps
Salons are advised to establish a pre-publication advertising checklist and review WeChat Moments copy, promotional posters, service introductions, and employee scripts under a consistent process before publication.
Reminder: This material is provided as an operational reference for beauty salons and does not constitute legal advice or legal consultation. Specific operational matters should be further verified based on the salon’s actual circumstances and officially published information.
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